Broadcasting vs. OTT Competition: How Legacy Networks and New Streaming Giants Innovate
Broadcasting vs. OTT Competition: How Legacy Networks and New Streaming Giants Innovate
Blog Article
Terrestrial broadcast series have long been established as mainstream TV programs, produced and broadcast through major network broadcasting stations. In contrast, Over-the-Top (OTT) services are digitally distributed get more info streaming platforms, with global streaming giants, Watcha, and Wavve being representative examples. As viewing trends evolve, competition between terrestrial dramas and digital streaming platforms has become fierce. Consequently, each platform is producing original productions and employing distinct strategies to strengthen its competitiveness.
Differentiation Strategies of Terrestrial Dramas
Terrestrial dramas focus on providing content with widespread popularity while maintaining traditional storytelling methods. In particular, they actively highlight celebrity performers to boost ratings and produce narratives that appeal to a wide range of age groups, thereby securing a consistent fanbase. Additionally, leveraging their historical credibility and established reputation, they continue to deliver time-tested formulas, ensuring stable viewership ratings. This allows audiences to find more ways to engage with long-standing formats through various mediums.
Differentiation Strategies of OTT Services
OTT platforms are expanding their market by employing approaches distinct from legacy media. Firstly, they actively adopt unconventional narratives and unique structures, prioritizing artistic direction and cinematic quality over mass appeal. Secondly, they curate personalized selections that caters to specific interests, targeting specialized demographics. Lastly, they focus on producing international releases aimed at the worldwide audience, allowing them to grow their fanbase not only in their home country but also across different cultures. Through these methods, OTT services are strengthening their competitiveness in ways distinct from traditional terrestrial broadcasting.
Competition and Collaboration Between Platforms
As major TV networks increasingly enter the streaming space, competition has become fierce. For instance, KBS and MBC operate their own OTT services, 'KBSon' and 'MBC Digital', respectively, providing their existing TV shows on digital platforms. This effort helps maintain the influence of legacy networks while expanding their digital reach. Meanwhile, the rise of new media services is reshaping viewing habits towards more on-demand entertainment.
Conversely, streaming providers are also expanding their dominance by collaborating with legacy content producers. Netflix has gained massive international recognition with Korean dramas like the breakout survival thriller and the supernatural dystopian sensation, leveraging the storytelling expertise of traditional industry leaders. This synergy helps both parties maximize their potential, fostering a diverse storytelling landscape. As a result, the lines between terrestrial and digital platforms continue to blur.
Ultimately, terrestrial dramas and OTT services are both competing and finding common ground through their respective differentiation strategies. Terrestrial dramas maintain traditional genres and general audience focus, whereas digital platforms provide experimental and internationally appealing content. As synergy and integration between these platforms continue to grow, audiences can expect a richer and enhanced content environment in the future.
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